Mazda is a relatively small automaker when compared to their competitors, but as they prove year after year with Mazda new model lineup, they can certainly compete with the big boys.
But while Mazda automobiles may have absolutely matched or surpassed the quality of their competition, there is one thing that Mazda will never be able to match with the big 3 automakers, and that is advertising budget. So in order to compete with the big-time advertisers, Mazda must continually come up clever and innovative ways to advertise their truly great products.
A perfect example of this innovative promotion is the brand's "Take6 Ride and Drive Program" which aims to promote the 2014 Mazda6 and is somewhat of an experiment for the brand. In the promotion, 'Brand Ambassadors' from the Millineial age group will hit the streets in 15 major cities, to take people for 6 minute test drives of the Mazda6. Oftentimes, that's all it takes to convince the average consumer that Mazda models are fun and reliable vehicles.
Director of PR and Brand Experiences in the US for Mazda, Jeremy Barnes, explains about the challenges the brand faces; "We realized long ago that we're not going to be able to out-shout any of our big competitors, so we have to be more clever than they are, in unique and different ways. Our biggest challenge as a brand is not that people think poorly of our brand but that they don't think immediately of us."1
Come test drive a new Mazda model for yourself at our conveniently located Broomfield, CO showroom.
Source:1 www.forbes.com/sites/dalebuss/2013/08/08/mazda-uses-guerrilla-tactic-to-market-worthy-new-mazda6/
